Sugar&Partners launch TAB’s new product
TAB has kicked off a new campaign via New Zealand creative agency Sugar&Partners to promote new product the Triple Trio.
The campaign features ‘The Captain’ listing the attributes a punter will need when playing the new product, a racing bet type which starts on Saturday with a prize pool of $1 million.
Sugar&Partners creative director Dave Nash said in a statement: “Our challenge was to not only communicate the promise of big wins each Saturday, but that the big win was achievable through both chance and skill. The worldly captain character and fishing analogy was the perfect way to communicate this, nailing skill and chance in equal measure.”
The launch ad, directed by Robber’s Dog director Daniel Borgman, went to air on Tuesday January 14.
The integrated campaign consists of a launch commercial on TV1, Tv2, Sky, Trackside and TAB TV, radio, retail-point of sale, outdoor, on-course, DM, digital display, social media and a TAB web experience.
NZ Racing Board head of marketing and digital sales Mike Heath said in a statement: “We’re all very excited about the launch of the campaign that has touched every part of our business. To help bring it to life, we’ve worked very closely with Sugar&Partners from start to finish and that has given us a great campaign that we a hugely proud of.”
Credits:
CLIENT: TAB, NZ Racing Board
- Head of Marketing and Digital Sales: Mike Heath.
- Campaign Manager: Katherine O’Connor
- Campaign Coordinator: Samantha Emms
- Project Manager: Karen Mann
- Head of Totalisator Betting: Michael Dore
- Senior Editor – Graphics: Rhyce Barker
CREATIVE AGENCY: Sugar&Partners
- Creative Directors: Damon O’Leary & Dave Nash
- Creative Team: Anna Paine & Owen Bryson
- Head of Design: Hamish McArthur
- Digital Art Director: Vikki Cheng
- Account Director: Campbell McLean
- Digital & Social Account Manager: Kate Ferriman
- Head of Planning: Tania Stevenson
- Head of Content: Wictoria Markula
- Creative & Studio Services: Gary Butcher
PRODUCTION COMPANY: Robber’s Dog
- Director: Daniel Borgman
- Managing Director: George Mackenzie
- Executive Producer: Mark Foster
- DOP: Andrew Stroud
- Editor: Alex O’Shaughnessy
- Post House: Blockhead
MEDIA AGENCY: MBM
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